Quotes from successful people are always uplifting to me, I typically use them in almost every one of my posts as it helps give perspective from another's point of view.
I have gathered together some of my favorite quotes from three of my favorite marketers ever: Seth Godin, Steve Jobs and David Ogilvy. These men are and were three kings in the field of marketing.
Use these words, adapt what is useful to you and let them help motivate your thought towards your future campaigns.
Seth Godin is the modern day market hacker. Seth is an American entrepreneur, author and public speaker. He's written three of my favorite entrepreneurial books; The Purple Cow, Linchpin, The Dip and plenty more books about business and marketing.
“The product is the marketing. You can’t out spend.”
“Connect, create meaning, make a difference, matter, be missed.”
"In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible."
"The thing about information is that information is more valuable when people know it. There's an exception for business information and super timely information, but in all other cases, ideas that spread win."
"Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk."
"The easiest thing is to react. The second easiest is to respond. But the hardest thing is to initiate."
"Writing a book is a tremendous experience. It pays off intellectually. It clarifies your thinking. It builds credibility. It is a living engine of marketing and idea spreading, working every day to deliver your message with authority. You should write one."
"The system is pretty simple: Go for the edges. Challenge yourself and your team to describe what those edges are (not that you’d actually go there), and then test which edge is most likely to deliver the marketing and financial results you seek."
What could you measure? What would that cost? How fast could you get the results? If you can afford it, try it. “If you measure it, it will improve.”
"Anticipated, personal and relevant advertising always does better than unsolicited junk."
"Advertising is just a symptom, a tactic. Marketing is about far more than that."
"You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience."
"Traditional ways of interrupting consumers (TV ads, trade show booths, junk mail) are losing their cost-effectiveness."
"Marketing that works is marketing that people choose to notice."
"Blogging makes you a better marketer because it teaches you humility in your writing."
Steve Jobs obviously needs no introduction, though for sake of this blurb here is one. Steve was one of the greatest marketers of our time though his product was his marketing. Steve knew how to twist the words and simplify the approach, though it all started in his aim for absolute perfection in his products. Steve started Apple and after being sacked from Apple went on to start Pixar and NEXT. Pixar went on to be one of the most successful animation studios ever and NEXT directly competed with Apple in the personal computing sector until Steve was offered back his place in Apple. After returning Steve took Apple to the highest of highs with the new E-Mac, the Macbook, the iPod, later the iPhone, the iPad and so on. Steve was a brilliant inventor, but his ability to promote was unparalleled and practically unfair.
"Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it."
“When you’re young, you look at television and think, there’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It’s the truth.”
“That’s been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
"You don’t have to be in business for long to know that this one is true. Go the extra mile in everything, and the value of your brand will make itself evident to your clients and partners."
“It’s more fun to be a pirate than to join the navy.”
“Stay hungry, stay foolish.”
David Ogilvy is considered the "Father of Advertising." His agency was the original Mad Men, and man do I wish I could have worked with him. David believed in content, believed in truth and believed in simplicity. He was a no-holds-barred marketer who practiced what he preached through and through. His "first love" was direct response marketing, and even called it his "secret weapon" later in his career. David was a titan in the marketing world, bringing some of the most recognizable brands to the forefront of their industry off of his ability of acute advertising. David said that with the coming of the internet revolution we are living in the golden age of what his practices could achieve, that he envied us for the opportunities that we have. I would love to see what he would be doing right now if given his days in our time.
“If it doesn’t sell, it isn’t creative.”
“The more informative your advertising, the more persuasive it will be.”
“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.”
“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”
“The best ideas come as jokes. Make your thinking as funny as possible.”
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
"Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you."
"Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels."
"Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client."
"Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say."
These men were (and are, in the case of Seth Godin) kings in the field of marketing and entrepreneurship. Modeling your thoughts after some of these quotes and gathering the wisdom that they profess can help inspire and motivate new ideas, new and better marketing.